Pasta Brand Buitoni Makes the Most of Barilla Chairman's Anti-Gay Comments

Tactical Facebook Ad Says 'Pasta for All'

Published On
Sep 27, 2013

Editor's Pick

Italian pastamaker Barilla has been at the center of a controversy this week as its chairman made anti-gay remarks by saying that he doesn't want to use gay families in his ads. In response, rival pasta brand Buitoni gets in on the action with not one, but two Facebook images posted within hours of each other. The first was a not so direct, reading "A remarkable dish can bring people together," along with a quote from the late food writer James Beard, who also happened to be gay: "Food is our common ground, a universal experience." Then, it decided it wasn't enough, and milked the situation for all it was worth, adding the image you see above.

Credits

Date
Sep 27, 2013
Brand:
Buitoni
Client:
Buitoni

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Project Type